First Official All Blacks Store open for business     09 Apr 2018    

The eye-catching 80sqm store opened its doors at 4am on Sunday, 8 April in what will be a one-stop shop for licensed All Blacks merchandise.

NZR Chief Executive Steve Tew said the Official All Blacks Store was an exciting first step into a new area for the organisation.


“It’s no secret we need to diversify our income streams and we think a stand-alone presence in the retail sector is worth exploring.

“The All Blacks brand already has a strong presence overseas and we’re confident there’s enough demand in the market for the concept to grow both within New Zealand and globally.”

There was potential for Official All Blacks Stores to become retail destinations for travellers and sports fans, Tew said.

“It’s a unique shopping experience where customers can immerse themselves in the All Blacks story, while also taking away a memorable piece of their experience.”

NZR has teamed up with Lagardère Travel Retail group, the world’s largest international network of news and convenience outlets based in transportation hubs worldwide.

With around 4,700 retail stores in 31 countries, Lagardère provides significant experience and expertise to NZR’s venture.
Przemyslaw Lesniak, Chief Executive of Lagardère Travel Retail in the Pacific Region, said he was thrilled with the company’s new partnership with NZR.

“Bringing such an iconic concept and unique experience to the retail space in Auckland Airport for the very first time is exciting. The location of the store means both travellers and farewellers will have the opportunity to engage in this innovative store, and experience first-hand the All Blacks story.

“With a wide range of licenced products, including jersey apparel, rugby balls, soft toys, children’s and gifting products, a trip to Auckland Airport just wouldn’t be complete without a visit to the All Blacks store and, you never know who you might bump into.”

Official All Blacks merchandise has previously only been sold through adidas owned channels, external retail outlets and via the online

The Official All Blacks Store at Auckland Airport has been designed to provide a visual illustration of the power and passion behind the All Blacks. Features include an LED archway entrance, Wall of Champions, a virtual reality Haka 360 experience produced by AIG, and a roof adorned with a super-sized silver fern.

As well as a range of adidas All Blacks, Investec Super Rugby and Black Ferns jerseys, the store will include an unrivalled variety of All Blacks licensed merchandise.

The store is located on Level 1 of Auckland Airport’s International Terminal Building before the new customs and security screening area where it can be visited by both travelling passengers and the public.

Auckland Airport General Manager Retail & Commercial Richard Barker said he was delighted to have the first Official All Blacks Store at New Zealand’s main gateway.

“We’re delighted Auckland Airport will be the home of New Zealand’s first Official All Blacks Store. The All Blacks are New Zealand’s premier sports team and current back-to-back world champions. 

“Their values and success are a perfect fit for our retail goal of providing customers with the best of New Zealand and the world. This new store will ensure travellers can purchase popular All Blacks memorabilia before they travel overseas.”